International Review of Management and Marketing Vol. 4, No. 4, 2014, pp.259-275 ISSN: 2146-4405 www.econjournals.com Brand Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature Abdullah Malik Pondicherry University, Kalapet, 605014, Puducherry, India. Email:
[email protected] Bushan D. Sudhakar Pondicherry University, Kalapet, 605014, Puducherry, India. Email:
[email protected] ABSTRACT: The use of celebrities in marketing communications has become the practice of the major companies in the emplacement of the brand in the mind of consumers. Firms are making vast investments in hiring celebrities for positioning of brands by making organizations with endorser qualities such as trustworthiness, attractiveness and expertise. In the backdrop, this paper seeks to explore the variables of brand positioning through sports celebrity endorsement. Secondly, to propose the model through merging the sport celebrity endorsement constructs with brand positioning constructs by drawing together and to develop the scale for measuring brand positioning through celebrity endorsement based on existing literature. Keywords: Brand Positioning; Celebrity Endorsement; Purchase Intention. JEL Classifications: M31; M37; M39 1. Introduction Companies are making use of celebrity endorsers widely for market communication and huge investments to align their brands and themselves with endorsers (Erdogan, 1999; Jyothi and Rajkumar, 2005). Such endorsers are seen as dynamic in terms of attractiveness and appealing qualities (Atkin and Block 1983). Celebrities serve not only to create and maintain attention, but likewise to achieve high recall for the stigma because of their fame in a todays’ highly cluttered environment of marketing communication messages (Kamen et al. 1975; Friedman and Friedman, 1979; Ohanian, 1991; Croft, et al 1996; O’Mahony and Meenaghan, 1997).